Diet Coke advert

This Diet Coke advert portrays the change in the roles of men and women in todays society as normally, we come acroos the male gaze (Laura Mulvey)where women are dressed promescuisly to attract and appeal top the male target audience. However, in this advert, it is the man who is taking his clothes and showing his promescious characteristics and this introduces the female gaze where men have the job of appeal to a female target audience in a sexual manner. We can also see from this advert that men in todays society are becoming more feminine as they worry about their appearance and this implied from the product because Diet Coke is sugar free therefore they will not get fat.